Share these talks and lectures with your colleaguesInvite colleagues
The US Army’s path to virtual recruiting
The US Army is currently undergoing a multi-year process of adopting virtual techniques to recruit its target market. When the world pivoted to social isolation due to the COVID-19 pandemic, the Army easily adapted to the new environment. The US Army Recruiting Command, responsible for marketing the Army and processing new recruit packets, focused on leveraging virtual tools, social media intelligence analysis, and adapting its traditional culture of in-person recruiting to a more online, story-centric and visual content recruiting effort. The COVID environment expedited the expansion of virtual recruiting practices from just marketing to include most of the job application process, traditionally completed in-person. The result is an engaged online following that is reaching the target audience who are eligible for military service. The Army achieved its personnel end-strength goal for fiscal year 2020 despite closing 1,400 physical recruiting stations for two weeks, reopening less than 1 per cent through the summer and cancelling nearly all physical recruiting events. The Army also demonstrated its adaptation to virtual recruiting by digitally processing eligible civilians into the military while taking care of its existing force by adhering to nationwide social distancing mandates.
The full article is available to institutions that have subscribed to the journal
Xeriqua Garfinkel is a digital marketing strategist who serves as a public affairs officer in the United States Army. From 2018 until 2020, she was Chief of the Digital Engagement Fusion Team at the US Army Recruiting Command, Fort Knox, Kentucky, and before that, Chief of Digital and Social Media for the US Army Reserve Command at Fort Belvoir, Virginia. She has seven years’ experience working in social media marketing and growing brand awareness in the online environment.
Shauna M. Clark is a digital media programme manager for the US Army Recruiting Command, Fort Knox, Kentucky. She has previously held roles in the organisation as a digital media strategist and public affairs officer. She has also spent over six years working in the private sector for Brown-Forman Corporation, best known for the Jack Daniels’ brand.